While much of the hype around retail marketing involves e-commerce and direct-to-consumer strategies, in store marketing still offers incredible opportunities for brands. Achieving top-quality product engagement from shelf edge to the checkout and boosting sales is possible with well-implemented in-store marketing campaigns.
The four Ps of marketing – product, price, place, and promotion – are vital for in-store sales, but they also need to work together to create an integrated strategy that drives upsells and cross-sells. While online channels are growing in importance, 80% of shopping continues to take place in bricks and mortar stores.
Whether they’re browsing online, connecting with a brand on social media or making a purchase in-store, customers are looking for a memorable and positive experience. A well-executed in-store marketing campaign can boost customer retention and deliver a measurable return on investment.
For example, a loyalty program, slick point-of-sale, and a personalised email newsletter can help keep a brand front of mind in the long run. Tie your POS to your customer relationship management software to send campaigns based on shopping habits. For instance, a retailer can program its system to automatically email someone who buys a printer with a six-month reminder to replace the ink (along with a discount coupon).
In-store promotions can also be used to encourage customers to share their purchases on social media and spread the word about your business. Offer freebies or discounts to social influencers who promote your products and use your services, or host a giveaway competition to encourage customer reviews and word-of-mouth referrals.